YouTube CEO Neal Mohan Responds to Netflix's Jabs, Highlights Creator Economy
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YouTube CEO Neal Mohan addressed recent comments from Netflix CEO Ted Sarandos about YouTube being a platform for "killing time" during a panel at ADWEEK House in Cannes. Mohan emphasized YouTube's focus on creators and enabling their success, stating that consumers ultimately decide how they spend their time.
The Creator Economy at the Forefront
Mohan highlighted the growing importance of the creator economy, noting that YouTube brought over a dozen top creators to Cannes Lions to capture a share of the $185 billion in advertising spend pouring into creator-led programming this year. This spend is projected to surpass traditional media in 2025, signifying a major shift in the advertising landscape.
He emphasized that YouTube views itself as the epicenter of culture due to its creators. Advertisers are increasingly looking to connect with Gen Z, who are largely influenced by these creators. This is driving brands to partner with creators to reach new audiences and capture revenue.
YouTube's Growth and Sports Rights
Mohan also pointed out that YouTube is increasingly being watched on TVs, surpassing phone viewership. Nielsen data shows that YouTube accounts for over 10% of TV watch time. He believes that TV is becoming more like YouTube, as consumers seek more creator-driven content.
Furthermore, YouTube has been actively pursuing professional content, including a seven-year deal with the NFL for the rights to Sunday Ticket. This demonstrates YouTube's commitment to providing a diverse range of content, from user-generated videos to professional sports.
Podcast Integration and Video's Role
Mohan also discussed the growing trend of video podcasts, emphasizing that "People actually don’t want to just listen to podcasts, they want to watch podcasts, they want to watch this conversation happening… Video was a really big bet, that turned out to be true." YouTube's algorithm also helps podcasters discover new audiences.
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